6 ways to skyrocket your content roi with content marketing automation
Post on 23-Jan-2018
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@gdecugis 1
Guillaume Decugis Co-Founder & CEO Scoop.it
6 ways to skyrocket your content marketing with intelligent content marketing automation
#CMAutomation
@gdecugis 2
Content has become the fuel of marketing
Goals of content marketers
Content
Generate leads
Nurture prospects
Engage a community
Brand awareness
Traffic and SEO
Source: Content Marketing Institute / MarketingProfs
@gdecugis 3
But does content work?
“Content shock” (Mark Schaeffer)
“We’ve lost nearly half of our social referral traffic in the last 12 months” (Buffer)
“Crap: why the single biggest threat to content marketing is content marketing” (Velocity partners)
“Social Media Publishing is dead” (Me!)
@gdecugis 4
But does content work?
“Content shock” (Mark Schaeffer)
“We’ve lost nearly half of our social referral traffic in the last 12 months” (Buffer)
“Crap: why the single biggest threat to content marketing is content marketing” (Velocity partners)
“Social Media Publishing is dead” (Me!)
“It’s too easy to produce great engaging content that goes viral” (no one)
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Content is a struggle
Source: Content Marketing Institute / MarketingProfs
(Which is an optimistic way of saying 70% are not…)
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Back to the basics
Content marketing
=
Publishing and distributing content that drives people to take action
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Content marketing ROI
Produce enough relevant quality content for your target audience
Content production Content impact
Distribute that content as efficiently as possible to obtain
(and therefore measure) the desired impact
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How to leverage content marketing automation to create more / better content?
More / better content
Content production
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1. Great content = the best answers to your target audience. Do you know what the other answers are?
“Be the best answer”
Lee Odden (@leeodden)
“Answer your audience’s top 30 questions”
Barry Feldmann (@feldmancreative)
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1. Automate content research to understand your content’s competition
Find out what content get shared the most on your keywords
Discover what unique value you can bring to your audience
Ideate from existing content
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2. Measure what each content asset generates: not just traffic but also conversions*
Consumption Distribution Conversion
*unless you get paid in page views…
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3. Supplement original content with curated content
To your social channels To your website (content hubs, blogs…)
in your email newsletters
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How to leverage content marketing automation to get more from your content?
Content impact
More from your content
@gdecugis
Evergreen content
Short-term campaign
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4. Is your content short-lived?
24’ Half-life of a tweet
2-6% Organic reach on Facebook
If sharing a few times is all you do to distribute a piece of content, you might as well not create it.
Well-distributed content Short-lived content
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4. Leverage automation to share multiple times on each of your social media profiles over multiple weeks
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5. Does your content inventory looks like this to your leads, customers and salespeople?
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6. Which of your content assets deserve amplification?
Impact = 2x more traffic / 2.5x more leads
Without amplification = short lived With amplification = evergreen
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6. Use predictive insights to identify amplification opportunities with your existing content
AI-powered recommendations based on:
past performance of a given asset
its distribution history / associated campaigns
web trends
…
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Leverage content marketing automation today
More / better content
Content production
More/ better content:
1. Automate content research to understand your content’s competition
2. Measure the conversion rate of each content asset to improve your content performance over time
3. Automate content curation to supplement original content
@gdecugis
Content impact
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Leverage content marketing automation today
More from your content:
4. Promote: schedule your content to be shared multiple times over multiple weeks on each of your social channels
5. Organize your top resources in curated content hubs to highlight it to visitors, leads, customers and sales
6. Use predictive insights to amplify the lifetime of your most successful contentMore from your content
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Content marketing automation for ROI-driven marketing teamsGet a personalized demo: http://business.scoop.it
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